Tennis Zone

Strefa Tenisa Case Study

Passion for tennis. This is how one could summarize the company "Strefa Tenisa," which manifests in every area of its operations and business decisions. The company's beginnings date back to 2006 when the owners managed tennis courts (which they still run today), and by 2009, the company firmly established its online presence. Thanks to its passion, professionalism, and pursuit of excellence, Strefa Tenisa is currently the largest tennis store in Poland.

Beginnings of Tennis Zone

• Brick-and-Mortar Store by the Tennis Courts
• Dozens of Products in the Online Store
• One Sales Channel - Poland
• Shop Based on Shopware Since 2018

Tennis Zone today

• Shop Based on Shopware Multi Sales Channel
• 10 Sales Channels (PL, EN, LT, HRV, LVA, EE, HU, ROU, CZ, GR)
• Over 34,000 Products
• Approximately 520 Attribute Values
• Around 550 Templates

Markets Served By

• Warehouse in Poland
• One Team (PL) + Country Managers

Biggest Challenges for the Client

• Scaling the Business to New Markets While Maintaining Current Operational Engagement
• Maintaining Quality Online

Key Aspects

• Scalability
• Automation
• Performance
• Integrations and Extensions

Scalability

• Additional Sales Channels Using Default Shopware Sales Channel Configuration
• One Database
• One Set of Ready-to-Use Sales Management Tools
• No Configuration Limitations for Business Scaling
• Sales Channels Develop in Parallel 1:1
• Restricted Admin Panel for Country Managers to Essential Tools Only for:
  • Products
  • Orders
  • Customers
• Promotional Content Managed from One Location in Poland
• Ability to Exclude Products from Sale in Selected Countries
• Capability to Translate Every Element

Automation

• Automatic VAT Rate Calculation per Country
• Automatic Currency Exchange Rate Updates
• Automatic Creation of SEO Meta Data Depending on Language Version
• Automated Order Cancellation Based on Specific Criteria

Performance

• Cache Warmer - Automatic Cache Generation
• Advanced OVH Cloud Server Architecture
• External Product Search Engine Doofinder
• Continuous Monitoring and Optimization Using NewRelic

Available Integrations

Payment Systems: Paysera, P24, tPay:

• 30 Available Currencies
• Real-Time Currency Exchange
• Instant Transfers
• Diversified Payment Methods by Country

Couriers:

• Packeta for HU, ROU, GR, CZ
• Additionally DPD, DHL, InPost Parcel Lockers

Inventory Management:

Subiekt:

• 1 Main Warehouse in Poland
• Sales in 9 Markets

Pickware - Multi-Warehouse Management

• Poland: Display 3 Warehouses for Online and Physical Stores
  • Store Pickup
• Other Markets: Display 1 Aggregated Warehouse

Results?

Conclusions

What Have We Learned?

• Less is Better: maximizing the benefits of Shopware by:
  • Avoiding dedicated solutions and fully utilizing the potential of Shopware's default features.
  • Shortening decision-making paths through close collaboration with the client.
  • Identifying the real needs of the client and users.
  • Iterative scaling.
• Developing all channels in parallel without creating exceptions for any specific Sales Channel.
• Enjoying the robust performance of Shopware!